Manufacturers are increasingly seeing the benefits of adopting a servitization strategy,
however, literature reports that they face challenges developing new product-service
offerings. Although a number of approaches have been proposed, they fail to
distinguish the characteristics of products and service, they are typically sequential and
exhibit variations in the level of detail proposed. Overcoming these knowledge gaps, a
new development process model is proposed, consisting of 19 distinct processes. The
process model was tested and recommendations for improvements are reported.